ABSTRACT
Eric and his team found that companies were spending tens of millions of dollars on digital advertising with scant confirmation that it was actually working. Datalogix would match Proctor and Gamble, Home Depot, and other large retailers with digital media and social media to provide such critical information. By coordinating retail consumer data with online profiling, these companies spend less on advertising that is far more effective. As the world modernized and transportation became easier, from steamboats traveling upriver to railroads cutting across continents, so too did communication. The space that people traveled and were able to communicate within kept expanding. The intention of serving only the tribe over the good of the whole is ultimately unsustainable. This kind of behavior increases polarization among groups and exacerbates their inability to relate to or understand each other.
